What did Pepsi do incorrectly? What could they have done? What ways forward would you recommend to Pepsi to engage with their publics?

This is the book we are using for this class. Please make sure to include 1 reference from this book.

Social Media Communication: Concepts, Practices, Data, Law and Ethics
Author: Lipschultz, J.H.
Publisher: Routledge
Edition/Year: 3rd/2020
ISBN-13: 978-036719500.
Readings & Resources
Lipschultz: Chapters 4- INCLUDE 1 Reference from this chapter

Include the second reference from one of the sources below

Assignment
In 2017, Pepsi launched the “Live for Now” campaign, which failed miserably. Based on what you have read this week about PR and social media, reflect on why you think the campaign failed. What did Pepsi do incorrectly? What could they have done? What ways forward would you recommend to Pepsi to engage with their publics?